H. Frank Celebrates 5th Anniversary

Francie Skaates and Heather Ludloff are about to mark a milestone for their Plaza shop, : on June 23rd, they will celebrate the store’s fifth anniversary. The partners opened the home furnishings and interior design store in 2006, and have managed to successfully ride the economic roller-coaster of the last several years.

Both Skaates and Ludloff were adept businesswomen, but H. Frank was their first retail venture. Aided by a 16-year track record in the interior design field in the Bay Area, where they worked on large-scale, commercial jobs for clients like Pac Bell Park (now AT&T Park), Microsoft and Macy’s, they were able to bring a strong slate of resources and connections to their Sonoma enterprise.

With a location on the Sonoma Plaza, the store sees a lot seasonal visitors, but relies on the local residents for a year-round clientele. “The tourist wants something fun and unique they can take home,” said Skaates, “and the locals want a place where they can trust the merchandise to be high quality, and know that we will stand behind the products.” To acknowledge the support of the town, H. Frank offers locals a 10 percent discount year-round.

Skaates and Ludloff have learned a lot over the past five years. They single out two factors that they feel are critical to their business, “We found out the most important thing was to listen,” said Ludloff. “Listen to our client’s questions and to what they are trying to achieve. And if there is ever a problem, do all you can to fix it!”

The partners also underscore the importance of finding the right staff. “If you don’t have a good staff to support you, you can’t grow or plan,” said Skaates.

This has led to evolving and refining product lines. The store seeks out local artisans and products made in the U.S., and they now carry “green” materials made with sustainable manufacturing methods. Paring down their inventory freed them up to be more “flexible, creative and versatile,” said Skaates. “The biggest difference in the five years since we opened is that people need things right now, so we have pieces that can ‘walk out the door.’”

A small business can be a 24/7 undertaking, and after several years of non-stop focus on the store, the two were finding there was no time left to take care of themselves. Ludloff, a former professional tennis player, craved the joy and challenges that sports brings, and Skaates, whose previous work as a general contractor and her own activities kept her fit, began to realize there was a gap in their lives.

Serendipitously, Skaates happened across Zumba, a high-energy dance workout that has skyrocketed in popularity in the U.S. While seemingly unrelated to running a business, the partners credit the intense physical workout with creating a balance in their lives that has contributed to their achievements. Eventually both Ludloff and Skaates became certified instructors, though they do not teach but participate regularly in classes and events.

“You fall in love with it,” said Skaates. “The philosophy relates to work and life. It changed how we thought about the business and our lives.” Ludloff agrees, “Zumba was a catalyst. We have more energy, we’re healthy, we’re more positive and we have opened our world to positive people and experiences because of the inclusive attitude.”

As Skaates and Ludloff go back to the daily routines of the business, Ludloff looks up with a smile and says, “How much better can it get?”